Business Briefs: Mastering Text Communication in Your Practice

This article originally appeared in the Summer 2026 issue of EquiManagement. Sign up here for a FREE subscription to EquiManagement’s quarterly digital or print magazine and any special issues.

No matter which generation your clients are from, they likely love the convenience of texting. While some people still prefer the personal touch of a phone call, texting has won over even many of the Baby Boomers. To accommodate this communication preference, veterinary practices must increasingly utilize platforms that integrate with their practice management software.

Choosing a Mass Messaging Platform

Multiple platforms provide mass messaging (SMS or email) and personalized communication for veterinary practices via a Practice Information Management System (PIMS). These two-way texting applications can free up client services representatives (CSR) from multiple phone calls coming in at once. They also can send automated reminders so clients don’t forget the date and time of their horse’s appointment. Some offer a dedicated mobile app for clients to manage health records and appointments or have a filtering feature to target specific client demographics. These programs can then enable personalized, automated, or manual mass communication. A few have chat-based features, and some add digital payment solutions to streamline cash flow and improve client satisfaction. 

When choosing a platform, make sure it will integrate with your PIMS and allow automated, personalized messaging. In addition, be sure it has the capacity to send messages to large groups of clients in the event of a weather-related office closing or a disease outbreak or public health alert. 

If you choose to use a text communications system, it will greatly reduce but not eliminate the need for phone calls. You’ll need a structured approach to manage emergency and nonemergency communications effectively. Don’t rely on text messages for emergencies. Instead, set an autoreply for every client who texts the practice with a message stating, “If this is an emergency, please call this number.” After hours, make sure the number is that of the on-duty veterinarian. If a referral case has just departed for the hospital, the ambulatory practitioner should send a text update only if phone lines are busy. 

Best Practices for Two-Way Texting

The best protocol for routine two-way texting is to connect it to the practice’s main landline, which avoids the use of personal cellphones and increases efficiency for things like prescription refills, lab result inquiries, and status checks. This also allows nonemergency conversations to be documented in the medical record automatically. 

When putting this type of process in place, use simple templates for certain responses that always ensure the client identifies themselves and their horse for the record. For instance, texting, “Hi, this is Betty Smith. I’m calling about the results of Trigger’s fecal test.” The CSR can prompt them if necessary so the information has been confirmed.

Other key strategies for implementing a communication system include making sure the client agrees to receive text messages and documenting if they choose an alternative channel. Set expectations about how quickly clients can expect a response and how regular office hours might affect that response. Take the time to thoroughly train the team to use the platform and maximize its benefits. Large practices might consider hiring a digital coordinator to handle client communications and virtual appointment scheduling to free other team members up to focus on clients and patients at the facility. 

Final Thoughts

While new approaches to communication might seem daunting to some team members or practitioners, clients appreciate the personalized messages and convenience of texting. 

Related Reading

• Social Media Use for Client Communication
• Tips to Help Equine Veterinary Practices Manage Online Reputations
• The Business of Practice: Applications for Telemedicine in Equine Practice

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